1. Raising the Visibility of Your BrandIntegrating
SearchMarketing and Social Media
2. Is your digital marketing working hard enough?
3. Dont bury your head in the sand Things have moved on Social
Media and SearchMarketing should no longerbe treated as
separateactivities.
4. Digital channels work harder when they work together
5. The website is dead: Long live the multi-channel digital
eco-system
6. Content is the key tosuccess
7. Together theymake your brand more visible insearch
8. Paid media have a role too
9. Paid media have a role tooPay Per Click advertisingshould
play a part Search PPC enhancesvisibility, especially incompetitive
search markets Target key product terms Defend your brand terms
Social PPC drivesinteractions with your contentTarget key
behaviouralsegmentsTarget friends of fans
10. Encourage positive socialfeedback and drive sales
11. Its important to respond helpfully tonegative feedback
too
25. mobile search is increasinglyimportant for brands...
26. How social fits intosearchIn simple terms...
27. The key factors that influence rank? Hat tip to Search
Engine Land!
28. The key factors that influence rank?Things that undermine
your ranking Poor quality content Over optimised content Duplicate
content / URLs Spam and paid for links
29. The key factors that influence rank? Things on your site
that support your ranking Good quality content Fresh content
Titles, URLs Schemas Technical Setup Performance
30. The key factors that influence rank?Things off your site
thatsupport your ranking Authoritative links Local relevance Social
mentions Shares, +1s andcirclingThis is where socialcomes in.
31. Dont get overexcited! Social is not a magicbullet for your
SEO It drives new links andsocial mentions It keeps your brandfront
of mind And increases yourvisibility in searchrankings
32. An example...
33. London Business School Reading Room helped LBS set up a
framework for developing rich targeted content and using it to
engagestudents, alumni, prospects and the wider business community
using an integrated set of social media channels.
34. London Business SchoolLets take LondonBusiness School No.1
for their brandterm But thats not all...
35. London Business School Places listing links toGmaps If
logged in then thisgoes to Google+ Local Reviews attached tousers
G+ account
36. London Business SchoolSocial Profiles Twitter, Facebook
andYoutube channelsprominently displayedin search results
37. London Business School Google + posts alsodisplayed in RHC
BlogPosts, videos, imagesand slide presentationsalso rank well
38. So how can all thiswork for your brand?
39. Listenfirst, speaklater!
40. Develop your marketing
infrastructurehttp://mashable.com/2011/08/31/social-media-crisis/
41. Start thinkinglike a publisher!
42. Image
credit:http://sailingscuttlebutt.blogspot.co.ukAnticipate your
audiences needs
43. Make your content spreadableBe relevant and create valueIf
I like your content its not because I like your brand its because I
like my friends.Henry Jenkins Spreadable Media
44. Talk about the subjects you wantto be found for.
45. Where to start when creating content Start with objectives!
Who are you trying to reach? What are you trying to achieve? Where
does it fit in the journey? What format is best? What do you want
them to do? How will your content support
this?http://blog.eloqua.com/the-content-grid-v2/
46. Keep it fresh
47. And dont forget it is a two wayconversation
48. The social cycle
49. Create Getcontent Apply somemainstream worth traditional PR
media exposuresharingObtain WOMShare inGet morereviews,
socialsocial media adding tonetworks followersSEO and
reputationSocial Get inbound rankingslinks Success!increase
SEO
50. So whos done it?Meet Dollar Shave Club
51. Razor blades sent to yourhome for $1 a month
52. Create contentworth sharing
53. Share in socialnetworks
54. Social rankingsincrease SEO
55. Get inbound links
56. Get more socialmedia followers
57. Apply sometraditional PR
58. Get mainstreammedia exposure
59. Obtain WOMreviews adding to SEO andreputation
60. Success!
61. ToolsMaking the most of social & search
62. The challengesHow do I assess What are people Social search
saying about mypublishing is performance?brand? hard work!How do I
keepWhich content track of works and why? everything?
63. The tools of the tradeSEOSocial media Engagement analysis
monitoringsupportSocial media Content analytics aggregation